Riding the wave of success from our campaign with Cottonelle and Bobby Bones, Kimberly Clark’s sister brand Kleenex came to our team to spread awareness about their ‘Back To School’ initiative. Kleenex Ultra Soft’s three layers of protection helps to keep children’s hands germ free, which is always important, but especially important this year.
To amplify their message, the brand wanted an influencer that understood the importance of keeping little ones safe and healthy. Author and actress, Kimberly Williams-Paisley was the perfect choice. She not only is a mother of school age children, but has an affinity for the brand and loved the charitable angle of the campaign.
Kleenex partnered with DonorsChoose, which is a nonprofit organization that allows individuals to donate directly to public school classroom projects. For the month of August, when you buy Kleenex at Walmart, you support their $1,000,000 goal with DonorsChoose.
Not knowing if kids would be back in school or learning from home, it was important for Kleenex to get a variety of content that met their needs. We shot multiple versions so that the brand could pivot depending on the state of the world. On the day of the shoot, all COVID procedures we carefully followed and the small team of essential crew members were able to capture all content safely and efficiently.
The videos were posted on Kimberly Williams-Paisley’s Facebook, Instagram Feed and Instagram Story as well as featured on the Kleenex’s product page on Walmart.com.
Watch the video here!